I have posted before about Apple’s brilliant in-store experience and how they get that customer service is key. Apple focus a lot of effort on ensuring they deliver great brand experiences, particularly in-store.
However, it seems Apple does not always get it right.
I read an article by Innovation Playground that described how the customer service brand experience delivered by HP was significantly better than one handled by Apple.
This indicates to me that HP understands the benefit of looking after current users and investing in doing stuff that can turn them into fans, and potentially advocates.